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The Individualist Era
New research from NewtonX, Fight or Flight, and Shepard & Ewe reveals a major shift in B2B purchasing—individual employees are driving workplace technology decisions.
Traditionally, workplace tech adoption followed a top-down approach, but that model is changing fast. Today, 56% of employees have greater autonomy in selecting and purchasing tools, fundamentally reshaping how businesses evaluate and integrate technology. This shift challenges conventional procurement processes and highlights the growing influence of individual preferences in B2B buying decisions.
Discover the Individualist era—take our quiz to find your buyer type!
Key findings:
- We Are All Hackers. Half of employees say their roles are becoming more complex, and most feel increasing pressure to work more efficiently. As a result, 77% are willing to experiment with new tools.
- Individualists Have Untapped Purchasing Power. Buying decisions are no longer limited to executives—56% of knowledge workers now have more control over workplace tech purchases, and many want to spend more on the right tools.
- Tech Is the New Workplace Perk. Outdated software is a dealbreaker—62% of employees say they would turn down a job if a company used legacy technology, and 54% would leave if essential tools were taken away.
The Individualist Economy Report was created by NewtonX in collaboration with Fight or Flight, an integrated B2B firm specializing in creative campaigns that drive commercial results, and Shepard & Ewe, LLC,, a consultancy focused on guiding B2B leaders and technology companies.
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